Spring 2015 collections on Rodeo Drive in Beverly Hills.
Rodeo Drive puts fashion lovers in an awe state trance of excitement with beautiful garments, unattainable luxury and a dream. When walking into a store sales associates are well trained with questions like:
" Are you searching for something in particular? "
" Do you work in the area? "
" Are you visiting?"
" Do you normally shop at (INSERT BRAND HERE) in Canada? "
" Are you shopping for a gift today? "
Not to mention how charming and chatty some sales associates were. Some stores, like LV was packed on the bottom floor, but empty on the second and third, with barley any associates. I had no one talk to me at LV. Burberry was lovely, and they have used screen technology to show different images of models in their clothes and integrated Chinese New Years and the year of the Goat/Sheep (kudos'). Coach's Spring 2015 collection has integrated graphics targeted towards the Asian consumer, with designs from LA designer Gary Baseman's drawings (note, a t-shirt is $145, an upmarket approach that we talked about in my last post about trends).
Surprisingly even high-end retailers are not using technology to their advantage, to capture data about who is coming into their stores, what they are looking at and how they are shopping. Yes, Dior collects all the data from their customers when doing warranty and sales, but is that enough? Why is LV not sending me text messages welcoming me to their stores, and sending me promotions around products i was eyeing. I know lots of customers would opt in for that to build upon their brand image of the traveller. Even using technology to portray a voyage and images of international landscapes, not just their travel books/city guides (which I am not sure you can buy?). I challenge retailers, specifically luxury retailers who are selling an experience, to adopt to technology and it will surely provide more revenue to heritage and designer brands.
On a different note, Chanel has beautiful products, but their tags are the cheapest the market can buy. How can you put the cheapest tag on a $7000 gown? It makes the whole product look like shit, not to mention the cheap materials they are using in some of their products.
I feel in love with Dolce and Gabbana during my time on Rodeo Drive, felt uncomfortable going into stores but said fuck it. Rodeo drive takes a bit of balls to conquer, but there are some impulse shopping happening on that street and it is giving inspiration to fashionistas around the world.
Light & Love,